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OK, so I’m a sentimental fool but maybe this is the first time I’ve seen a real use for QR codes.

Have a look at this:

Yes, yes … I know it’s nothing new and there are arguably a bunch of flaws with it [from who would use it to people maybe missing the code when they get a parcel so not getting the message] however I still like it. A lot.

You see while it’s easy to find faults with it, the fact of the matter is the idea driving it is very appealing to gift givers – especially those gift givers who have family and friends living far away from them.

Sure, they may never actually end up recording a video, but that doesn’t mean they won’t seek it out because the concept appeals directly to their ‘romantic notion’ of love, friendship and sharing.

The thing is, this idea has – in theory – been around for years yet no one saw it or thought of it. Instead, the industry, me most definitely included, liked to pile shit on QR Codes, just like we enjoy laughing when someone says [for the 10th year running] “this is the year of mobile”.

However one person didn’t subscribe to this collective ridicule.

Instead he/she/it looked at QR Codes and wondered what would happen if they reframed the benefit to a particular audience segment and launched it around Christmas time and the result of that is they’ve come up with an idea that positively differentiates Australia Post from the competition [and I include ‘Amazon’ in that] and raises the overall appeal and value of the brand as a whole.

Simple. Effective. Powerful. Bloody awesome.

Actually there’s something even more awesome than that, an ad agency – BBDO Melbourne – came up with it.

Yes, they came up with a real solution and then advertised it to the masses rather than saying the answer was the ad.

[If you can’t be arsed to sit through the video I’ve linked to in the above sentence – though for the record, it’s what I say at 8 minutes that is key – you can just go here for another example]

Not hard is it.

So well done Australia Post and BBDO Melbourne.

Sure, there’s a lot of people looking at the faults, but the fact is you have done something creative that can directly influence change of behaviour and brand value [both emotionally and commercially] which in my opinion, is much more worthy of praise than adlands obsession with the admittedly good [but not nearly as good as the near mythical status it has had bestowed upon it] Dumb Ways To Die.

This is brilliant. I can buy an envelope, attach a video message and post it to the family. That’s my christmas presents sorted and it’s cheaper and more personalized than the cost of a shit hallmark card.

I like the idea. It may have limited appeal and it may be more about enhancing an experience than solving a fundamental problem (though it may alleviate feelings of guilt with some people) but it is simple and emotionally effective. More importantly, as you state Robert, it’s another agency who understands the future of the industry is based around helping solve issues and then communicating those solutions as opposed to always shouting out brand and products names in more and more dramatic ways. Bravo to BBDO Melbourne.

I like your point about ‘enhancing an experience’ rather than ‘solving a problem’. With the industry so fixated on being ‘business relevant’, sometimes we forget that there is an opportunity to build on strengths rather than just try and eradicate weakness.

God, that video is one of the most unpleasant things I’ve ever seen. It’s supposed to be for Christmas … a time of peace, love and family … and they have executed it like a pop video from 1987.

As for the ‘Santa Tag’ … you’re right, it has no soul in it … but to be fair, they’re trying to present voice messages from Santa rather than family members, but still, it feels a lot of hard work for very little benefit – even if you’re an excited 3 year old.

by the way campbell, good fucking work kicking dumb way to die in the fucking balls. its nice but its not that fucking nice. the fucking amount of awards its had showered on it says a fuckload more about the state of adland than the brilliance of that campaign.

I do like it … and I think it deserves a lot of praise [and awards] for things like ‘craft’ … but it’s effectiveness is highly debatable, as is it’s fresh approach to integrated advertising, given it seems very similar to stuff that happened in the 70’s and 80’s, whether it was for a Marvel toy/cartoon character or a Coke campaign.

Huh. What other variables are you thinking of? Death rates pre campaign compared to death rates post campaign would seem to me to capture most of the causality in this situation – especially over a few years.

WTF have number of passengers got to do with anything – you think a full train is more lethal than an empty one? But even if there are variations in number of trains etc, those are variables that can easily be adjusted for. That’s basic regresion analysis.

I don’t care about your little spat but even I know that if 100 people travel on a train one year and 10 people die and then the next year 60 people travel on a train but 8 people die, the death percentage has risen even if the number of dead is less in volume. Just call me maths professor Dave.